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Putting GUUD Back into Breakfast

Formerly known as Evoke Healthy Foods, partnered with HBX to relaunch their line of Muesli, a top 10 cereal choice in Europe made with whole grains, nuts, fruits and seeds.

To align with consumer's priorities of health, convenience and flavor and establish a dynamic trade selling story, HBX set out to refresh the brand identity with a new name, tagline, look & feel and communication hierarchy.

PROJECT SCOPE
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Naming

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Strategy & Positioning

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Research

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Photography & Illustration

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Packaging Design 

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Brand Identity

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BEFORE
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What started as a small line of five flavor SKUs, ended up becoming three distinct product ranges that meet the need states of different consumer segments. A Sweet Bridge leveraged the palate of granola eaters, a Foundational line connected with oatmeal lovers and a Functional line aimed to capture consumers looking to jump-start their systems.

Sweet Bridge
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Foundational
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Performance
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Each product range focused on bringing to life flavor using food photography and bright

colors as well as key health attributes in clear and bold messaging. We communicated the convenience with ready to eat serving instructions and recipes as well as dialed up personality with catchy and playful phrases. 

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Notable early ROI bench-markers

50%

Distribution 

increase at launch

placement at

KEY

LOCATIONS

in Whole Foods

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Jean Lizotte

CEO, Muesli Fusion, Inc.

"We are so grateful to have partnered with Hughes BrandMix. We are over the moon with the end result and are thankful for their guidance, keeping us on track with the tone, look and feel we were striving for."

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